The document discusses automation and AI in internet marketing. It provides definitions for key terms related to machine learning, including optimization, automation, artificial intelligence, machine learning, and deep learning. Charts are presented showing how machine learning can reduce the time spent on repetitive tasks and allow more time for strategic work. Trends toward personalization, accessibility, and improved customer experiences are discussed in the context of online shopping.

1. Automation & AI
Internet marketing export
Pavol Adamčák
Co-founder
ui42 digital
Samuel Ondrišák
PPC team lead
Ui42 digital

2. ekosystém

3. e-commerce
Export partner

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Klíčový
Agency of Tomorrow

5. Adwords et Attribution - 25.01.2018& Coora

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Proprietary + Confidential
What is machine learning?

7. Proprietary + Confidential
Buzz words:
Optimization: Automatic or manual process for improving functionality based on a set of inputs.
Automation: Using a computer to perform repetitive trivial but time consuming tasks quickly.
Artificial Intelligence: Broad term for getting computers to perform human tasks; the science of
making things smart.
Machine Learning: A method of AI in which algorithms are used to autonomously learn from data
and information - teaching a computer to recognize and learn from patterns by example rather than
explicit rule-based programming.
Deep Learning: A technique of machine learning where algorithms are arranged in layers that
mimic the human brain, learning patterns of patterns.

8. Confidential + Proprietary
www.autodraw.com

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Proprietary + Confidential
Machine Learning je “buzz word”

11. Help me
faster
Surprise me wherever
Know me
better
But what customers want?

12. Speed

13. 1
Fast website
Mobile

14. 19s 53% 2x
Proprietary + Confidential
Average time to
load website on
3G
53% people leave
if website doesnt’
load in 3s
Publishers with web
load 5s see 2X more
revenue coming from
mobile than those
with 19s

15. Proprietary + Confidential

17. 2
Automated
Campaigns

18. ...is everything
...personalization
...speed
FEED/DSA
...is future
...automated
...web

22. Tools
Ads
Keywords
“Do it 15 000 times”

23. 2
Bidding & Budgets
“Riadenie kampane”

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Monday Tuesday Wednesday Thursday Friday
80% of time spent is dealing with manual, less strategic tasks 20% Strategic
30% 25% 25%
Ads & Keywords
Creation
Reporting Bidding Management
20%
Daily tasks

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Reduce time spent on repetitive tasks by 40%
Impact is that 65%
can be spent on
Strategic work
20%
-10pt
10% -
15pt
10% -
15pt
Ads & Keywords
Creation
Reporting Bidding Management
65%
+40pt
Monday Tuesday Wednesday Thursday Friday
Optimise one by one

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Go from everyday repetition to grow your...
Dnes Zítra
Bidding
UX
Reporting
Atribuce
Reporting
Bidding
UX
Nové
komunikační
kanály
Nové
reklamní
formáty
Upper funnel
targeting
Akvizice
Atribuce
Bidding
Upper
funnel
targeting

27. Google Smart Bidding

28. Technology with human insight

29. Daily support and control by specialists
Ability to tailor Magic algorithm
No set up costs
Flexible campaign history usage to overcome seasonality
(1-7-30-60-90-360 days)
Custom attribution models (Markov, etc.)
Profit margins
(LTV)
Magic Script bidding algorithm

30. Help me
faster
Surprise me wherever
Know me
better
But what customers want?

31. Confidential + Proprietary

32. Confidential + Proprietary
Global trends are against hyperstores

33. People want internet shopping to work
Hyper
personalizace
Dostupnost
produktů
Zážitek

34. 90%
Source: Econsultancy and Google, Marketing and Measurement Survey, n=514, marketing and
measurement executives at North American companies with over $250M in revenues, March 2017
Companies that work on
personalisation claim it significantly
helps to grow their profits

35. Confidential + Proprietary
Kontext je kľúčom k úspechu
?
CZK 100CZK 100 CZK 100 CZK 100CZK 100
Žena
20-35
Záujmy: šport,
varenie a jazz
CZK 500 dárek pro
miminko

36. Confidential + Proprietary
Měřte cíle na správných metrikách
Měří jen základní
cenu návštěvnosti
CPC
Neposkytuje
hodnotu zákazníka
CPA
Měří hodnotu z
krátkodobého pohledu
ROAS
Měří kumulativní
hodnotu pro každého
zákazníka - možnost
doměřovat na úrověň
jednotlivce
CLV

37. Confidential & Proprietary
CPA
ROAS
Profit
Revenue
Value Optimized
ROI and Total
Profit Optimized
Conversions
Cost Optimized
PNO
(CtRR, ERS, COS)
Revenue
Cost Optimized
Long term
Profit
Customer Equity
Customer Lifetime Value
Optimized (CLV)
CPC
Traffic
Cost Optimized
…THE HIGHER THE BETTER

38. Help me
faster
Surprise me wherever
Know me
better
But what customers want?

39. Confidential + Proprietary
6 out of 10 users will
finish their purchase on a
different device (and 80%
millennials)

40. Learn about your Audience
Proprietary + Confidential
Lokalita
Demo

41. Proprietary + Confidential
Learn about your Audience
Age + Gender
Day
Time of Day
Location
Search Queries
Browsing History
Watch Time
App Usage
Demographics
Videos Watched
App Category
Connection
Sessions

42. Dynamic remarketing & RLSA

43. Help me
faster
Surprise me wherever
Know
me
better
Reporting

44. Miera dokončenia košíka

45. Pozor na lokálne
zvyklosti: Vyžadujte
Kraj spolu s PSČ
PSČ bez kraja je
najbežnejšie v ČR a SR
V Rumunsku je bežné v
košíku zadávať názov kraja
namiesto PSČ

46. Merajte v čase

47. Potenciál naprieč kategóriami

48. Potenciál naprieč kategóriami
Dánsko - bežne hradí
poisťovňa! V objednávke
nutný formulár na číslo
poistenia.

49. Daily check PPC marketéra

50. ...podľa krajiny aj mkt. zdroja

51. Export tools

52. Export tips

53. bit.ly/TurboTools
Export tips

54. Ďakujeme za pozornosť
Köszönöm
Mulțumesc
pavol.adamcak@ui42.com
samuel.ondrisak@ui42.com

55. Jednotna struktura